Let’s talkYour product has a lot more features than it did a year ago. But your website tells another story, and your sales team improvises every pitch. On top of that, you lose deals even though you know you're clearly the better option.
Positioning is a resource decision. It should tell your sales team who to pursue, your product manager which problems to prioritize, and where your marketing budget goes. When it stops at a messaging doc, none of those decisions get made. Your team keeps running on instinct.
We start with buyer interviews, pressure-test the position in a team worksession, and rewrite your sales talk tracks and key touch points.
Book a diagnosis callThe product does a lot. But when a rep gets on a call, they walk through capabilities instead of a clear reason to pick you. The conversation becomes a comparison game against a competitor on the number of features and pricing, and that game usually ends in a discount.
There's no shared story. Reps open Google Slides and make a new version for each prospect because the standard deck is off. They default to features because there's nothing sharper to lead with, and nobody can name what your best customers actually have in common.
The product does more than the competitor's. The demo went well. And the prospect still picks someone else, or negotiates you down on price because they can't tell the difference. When buyers can't see why you're worth more, they compare on cost.
We run a diagnostic across customers, lost deals, competitors, and your sales team. We find out what your buyers care about, how they make decisions, and the words they use to describe the problem. That's what the positioning has to match.
We bring your team into the room to make the decisions. Which customers to focus on, how to frame the conversation, what to lead with and what to drop. This is where the team commits.
We put the positioning to work in your sales talk tracks, your product priorities, and what buyers see on your brand's touch points.
B2B tech, SaaS, professional services. Companies selling to SMBs and companies selling to enterprises. Early-stage and scaling. That volume means we've seen most category dynamics before and we know which positioning moves hold up under real sales pressure.
Positioning consultants often deliver a framework and leave. We've held roles in marketing, sales, and brand, so we know what it takes to get positioning used across the org: sales needs it in their conversations, marketing needs to build campaigns from it, the founder needs to say it in one sentence to an investor. That's why we treat positioning as a decision and not a document.
Positioning projects often end at a deliverable. We keep working through the part where your sales team practices the new pitch and your marketing team rebuilds campaigns around it. By the end of the engagement, the position isn't something people check a doc for. They just use it.
That's actually a great starting point. Two things worth checking:
Is there anything from that work the team uses day to day, or does it live on a slide?
Is your sales team aligned on it and using it in conversations
If not, that's fixable.
Branding is how you look and sound. Positioning is the decision about who you're for, what you lead with, and why you win. One follows the other.
We hear this a lot. Usually the copy isn't the bottleneck. Good creative comes from knowing which audience you're speaking to, what language they actually use, and what they want to accomplish. Customer research solves that, and that’s part of positioning work. Once that's in place, the copy gets much easier to write.
We offer two formats. A Positioning Sprint runs over 2 weeks: a focused engagement built around a rapid diagnostic and a positioning decision. A Positioning Deep Dive runs 4 to 6 weeks and includes customer and prospect interviews, competitive analysis, work sessions with the team, and alignment meetings with decision-makers. Both end with a position your team uses in sales calls and campaigns.
Yes, we do! We work with senior creative experts and assemble a team that works directly with you without layers.
That happens sometimes, especially in tech. Usually we approach it through one strategic position at the company level that gets framed differently per market, because each segment compares you to a different alternative and cares about different things. We map them to preserve coherence.
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